ATO Japan created the “Enjoy Fruits!” concept to raise awareness and acceptance of U.S. agricultural products utilizing healthy image of fruits. Fruit consumption in Japan has been decreasing year by year since the1970’s due to smaller family size and the increase in eating out.
The guidebook presents the idea of “Future Fruits,” creating the image of fruits as healthy, as helping to maintain beauty, and as tasty. “Future Fruits” is the core concept of “Enjoy Fruits,” which demonstrates opportunities to use U.S. fruits through collaboration with art, sports, music, and other cultural events. The Enjoy Fruits! guidebook was created to increase the visibility of the concept and is being disseminated to Japanese food industry buyers and influencers through ATO trade showcases and events. The Enjoy Fruits brochure will be used regularly in ATO activities throughout 2014.
